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Issue link: https://digital.macdirectory.com/i/1500862
a project, plot, character(s) connects with the audience. Immediately, they map out a longer life for the storyline/people. For a long time, studios used their established franchises to test the water for the next generation of projects and to cover the losses for those that just didn’t click. Franchises included: • MCU (Marvel Cinematic Universe) — $27.98B • Star Wars — $10.31B • Spider-Man — $9.8B • Wizarding World — $9.66B • James Bond — $7.83B • The Avengers — $7.76B • Batman — $6.84B • Fast and Furious — $6.62B Broadcast TV found their niches: • Law & Order – three shows with Law & Order SVU on for 24 seasons • NCIS – three spin-offs with NCIS running 20 seasons • Chicago (PD, Med, Fire) running 30 seasons • A dizzying list of reality/game shows Streaming services are still working on their franchises, pulling the best their parent network has and bringing them to a broader, global market: • Walking Dead • Star Trek • A lot of trial and error Disney missed its opportunity to become the sole streamer of the franchise to end all franchises with Dr. Who. Developed and introduced in 1963, Dr Who is the crown jewel of BBC, clocking in more than 800 episodes over 40 seasons. Since Disney didn’t step in soon enough during Iger’s “vacation,” the program (which sits in its own universe) is now available on Max, Prime Video, Apple TV. Instead of having a solid, “bankable” franchise for its streaming service, Disney – and all of the services – are trying to develop video storylines and characters that can provide them with a strong, predictable audience they can use to build on with a constant stream of new films/shows. The goal is to keep subscribers coming back for the next season/next spin-off for as long as possible. We were reminded of this awhile back when Hub research published its annual Evolution of Video Branding report. The streamers (nearly all of them) follow the same marketing plan studios have used for years … hype the heck out of a project as hard and creatively as possible to build an audience/following. Then jump to the next project, rinse and repeat. Disney is perhaps the only studio that has done a stellar job of building a brand that is known around the globe. Disney is known as a family-friendly content production studio with an equally strong image of producing space adventures anyone can watch – Star Wars, Mandalorian, MCU projects and more. Their name is so well known for these films/shows they often get credit for stuff they didn’t even touch like Batman, Spiderman, Super Mario Bros and more. They don’t claim they had anything to do with these films/shows; people just say, “it feels like the kind of show they’d produce.” Sure, you know Warner Bros, Sony, Universal, Paramount and others you can name do produce some great films you see at the theater; but the film name has the big type while the organization’s name that spent all the money to entertain folks is relegated to mouse type at the bottom of the poster. It’s even worse for streamers